The Who, What, When, Where and Why of Your Social Media Strategy
Are you a tech savvy REALTOR?
And do you have a strategy? Or is it hit and miss?
I am formalizing my social media strategy, something that should have been done before.
I go about my blogging and sharing information on social media sites pretty regularly, especially Facebook, Twitter, LinkedIn and YouTube, but it is not always been as planful as it ought to be.
As I work on my social media strategy for 2013, I thought I would share my ideas and encourage feedback from others.
These are the issues that are important:
You need to know who you are trying to attract with your marketing. Obviously you can’t be everything to everyone, nor should you try. But there can be more than one niche – first time buyers, vacation home buyers, short sales and/or REOs, a demographic niche (gen y, seniors), a geographic niche (specific neighborhoods, the larger community, coastal, golf course area, mountains) and so on.
And if there are certain categories you do NOT want to work with, such as short sales, don’t write about them.
Another strategic consideration is deciding who to follow. Facebook, LinkedIn, Google+ and other sites will overwhelm you with people who want to connect. Do you really want to? Is there some value to connecting and does it make sense?
You certainly have to decide what you are going to do – blogging is not for everyone but it is my primary marketing on-line. Are you going to do more with video and if so in what way (communities, listings, FAQs, tutorials)? How about posting on Facebook? Or do you prefer the micro-blogging of Twitter?
Scheduling is key. Why? Because the Internet, and particularly social media, are a huge time suck. It will drive you crazy if you are not somewhat planful.
Plan your time and decide when you want to write on your blog, update your status and respond to comments on Facebook, and so on. Some people put this on their calendar to make sure they do it and keep to their schedule. Apps like Hootsuite can help with scheduling and keeping track of what is going on with the sites and people you follow.
Decide where you want to be on-line, because you can get overwhelmed with possibilities. This must relate to your overall strategy. Who you want to attract may more likely be found on LinkedIn than Facebook.
And what you want to do will determine what sites you will be on. I personally focus on LinkedIn, Facebook, YouTube, Google+ and Twitter, plus my blogs including ActiveRain.
You must understand why you are out there in the social media world. Is it for leads? Building relationships? Hanging out and being sociable? For entertainment? To promote yourself and your business? Ego? If you don’t know why then you are probably wasting your time, and it’s hard to focus on what you should be doing.
Social media is free, of course, other than personal time, so there is a cost but free is still a valid reason. And with the number of people on the Internet and the major social media sites, can you afford to not create a social media strategy as part of your business plan in 2013?
I know it is important to have a business plan for the year, but with regard to social media I don’t think that works so well. You need to have the flexibility to make major shifts in your marketing, and you don’t want to be tied into an annual plan. While you want an overarching strategy, you need to have the flexibility built in to shift with the market, new sites, and other changes that necessitate a modification.
What say you?